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Need to do ….. • Ensure the reach and effectiveness of mass media campaign in rural areas/ target audiences especially the beneficiaries in remote village areas. • Constant monitoring of campaigns and evaluation to assess the outcome and impact. • Convergence. • Action Plan follows……
Proposed action Plan • Comprehensive Publicity campaign through • Television, Radio, Print Media and New and Emerging Media, Innovative Media. • NEWSLETTER- • --it should reach the Panchayats. • Mass awareness campaigns- • Integrated Action Plan advisable.
Broad Strategy to be adopted : • Matrix of key activities, media to be used and estimated cost (alongwith viewership) be prepared by each Department keeping in view the objectives and available funds so that the Integrated Media Plan and Action can be effected urgently.
Comprehensive Publicity campaign TELEVISION • Production of Spots., • Production of good quality Training Films . • Production of 1 weekly programme on DD. • Production and Telecast of weekly programmes on state DD Kendra’s and local private cable networks. • Rigorous campaign through DAVP/NFDC on Private channels. • Regular Spots on DD News and Lok Sabha Channel. • Regular Video magazine ( weekly) program on DD National and Regional Kendra’s. • One day Tele-bridging program , where Hon’ble Minister can talk to the gram sabha participants through DD Link- 15th Aug 2010/ or any convenient date in near future.
Empanelment of private TV Channels • Private TV channels can also play an important role in dissemination of the intended messages. • CEOs of all the private channels and LSTV to be requested to telecast the already produced training films, documentaries and promotional video spots free-of-cost in the larger public interest as part of their corporate social responsibility. • Ministries are in the process of collecting State-wise information for all important channels regarding coverage, cost and TRPs.
RADIO…. • AIR.. Audio Production- Spots, weekly radio magazine in Hindi and local dialect. • Campaign on FM Private channels . • Interactive and participatory discussions Q/A session / debates. • Dedicating one day of the month to PRIs in popular programmes like Yuvvani and Mahila manch . • Setting up of exclusive Community Radio Station.
OUTDOOR PUBLICITY • Hoardings…with Mahatma Gandhi’s messages. Through Wall paintings. • Street Plays ( Nukkad Nataks/ kala pathak Dals) • Contact Programmes. • Distribution of Print Material -leaflets / pamphlets/ guidelines in easy and local language. • Bills on local medium of conveyance- Buses, Rickshaws etc. • Messages on Milk Packets. • Screening of documentary films, spots in public places.
Through Press.. • Advertisements / Articles / Supplements etc on Newspapers, weeklies, fortnightlies. • Press conferences and briefs. • Regular column in local dailies, Interviews with field workers/ stakeholders. • Field visits of developmental journalists for compiling success stories • “Awareness drive“ Abhiyaan” in association with leading Newspapers of various states. • space (pages) could be bought in leading national/regional newspapers to bring out special features on various schemes/issues relating to both the Ministries.
PRINT MEDIA • Newsletter • Workshops at block /district / state level of stakeholders. • Distribution of Print Material -leaflets / pamphlets/ guidelines in easy and local language.
New and emerging media …. • Messages on railway tickets/reservation forms, Airport trolleys to create awareness. • CCTV on railway platform. • SMS/ Voice Mail/ internet pop-ups. • Association with Milk Co-operatives,Farmers Co-operatives • Hiring of agencies for impact studies. • Talk-shows through private channels.
Toll-free national helpline number: • Toll-free national helpline number be set up to enable people to raise questions, submit grievances and seek assistance/guidance. The operations will use the latest ICT. • Dedicated persons based on BPO format would be identified for the management of the helpline. The matter is being pursued with the Department of Telecommunications NIRD.
Also, • Educate/create awareness through a tie-up with IGNOU ( Edusat). Remote village connectivity possible. • Community Radio channel could be setup (in association with BECIL, I & B Ministry) • Program Quiz/ Essay and various competitions in educational Institutions, to generate awareness. • Production of Documentaries based on success stories- to be presented by celebrity / well known news anchors. • “Discussions forums….Interactive sessions…seminars etc at village / District levels. • Create awareness through Media Exhibition Vans, Octonorm counters
Contd…. • Brand ambassadors)- Mr. Om Puri , Mr Aamir Khan, Shabana Azmi Ji or high profile NGO activists who would willingly offer their services for social developmental cause. • Online help to Village Panchayats through Call centers with toll free numbers – an initiative through NIRD.. • May tie up with cellular phone service providers for news/updates / information regarding Gram Sabha meeting, new names of beneficiaries.
Evaluation…. • Constant monitoring and evaluation of action plan implementation . • Impact…whether goals achieved! • Feedback through NGOs.